privacy policy

Privacy Policy

Action respects your privacy. We handle your information with care. This privacy policy explains how we do that.

Action Service & Distributie B.V. (head office & distribution) together with Action Switzerland SARL (branch) are jointly responsible for processing your personal data. This document outlines how Action processes your personal data under applicable laws when you:

• Visit one of our stores

• Use the Action or My Action app

1. What Data We Collect & Why

1.1 In‑Store Shopping

1.1.1 Store purchases, orders & VAT receipts
When you shop at our stores, your payment data is processed by our provider Adyen B.V. We may collect transactional data (e.g., payment method, store location) — this is needed to process your purchase and manage fraud detection. Aggregate data also helps us analyze service usage and make improvements.
We retain this data for 7 years to comply with legal obligations.

For bulk orders, we collect your name and phone number to manage your order and contact you. We retain this data until pickup.

To issue VAT receipts, we collect your VAT number, company address, name, and phone number. We store this info (linked to your receipts) for up to 10 years, as required by law.

⏱ Providing this info is optional—without it, we cannot issue VAT receipts or process bulk orders.

1.1.2 Click & Collect / Appointment Shopping
Some stores offer Click & Collect or scheduled appointments (availability depends on your region). We collect your name, phone number, email, and location to confirm orders or bookings and keep you informed. Data is stored for 1 month (for Click & Collect) or 14 days (for appointments) before anonymization.

1.1.3 Inquiries & Complaints
When you contact customer service (phone, website, social media, in-store), we collect your name, email, phone, and any relevant details to address your concern—a lawful legitimate interest. Data is retained for up to 2 years unless longer retention is necessary.

Call Recording
We may record phone calls for training and quality purposes, with your prior notice. Recordings are retained for up to 3 months.

1.1.4 Video Surveillance
Our stores use surveillance cameras to ensure safety and prevent theft. Footage is kept for 28 days, unless needed longer (e.g., police investigation).

1.1.5 Self‑Checkout Cameras
In stores with self‑checkout systems, cameras may be used. A detailed guide is available online and in‑store.

1.2 Online Services

1.2.1 Visiting the Website
You can disable cookies in your browser, though this may limit functionality. Our policy covers only data on action.com; other linked sites (e.g., Facebook) should be reviewed independently.

1.2.2 Action Online Shop
When ordering online, we collect your name, address, email, phone number, and process payment (via Adyen). We also collect your IP address. Data is retained for 7 years for legal purposes.

1.2.3 Wishlist
You can save products to a wishlist and send it via email. We store your email and wish data for 1 week to let you access your list.

1.2.4 Action App
The app lets you search items, view promotions, and find stores—with or without a My Action account. The app uses cookies and tracking tech for functionality and analytics; marketing cookies are used if you consent.

1.2.5 Email Communications

• Newsletters: Personalized based on your data and interactions. You may unsubscribe any time, and we delete your data afterward.

• Transactional emails: Sent regarding your orders or account status—these are a lawful interest.

• Review requests: Sent after purchase; you can opt out anytime.

1.2.6 Push Notifications
Sent via website/app for promotions or order updates. Device and ID data are collected to manage and analyze their effectiveness. Data retained for 3 years unless unsubscribed; you can withdraw consent at any time.

1.2.7 Social Media
We share updates via social platforms (Facebook, Instagram, Twitter, LinkedIn, YouTube). Any ads shown are managed by those platforms based on your data and our audience segments—only if you consent to cookie tracking and matching. No personal data is shared with platforms directly.

1.2.8 Scratch & Win / Spin to Win
When participating, we collect your client ID and transaction ID to run and crown winners—this is necessary to fulfill the game terms. If you win, we may contact you via email. Data is processed strictly for administering the promotion.

1.3 My Action & Promotions

1.3.1 My Action Account

By registering, you provide name, email, password, DOB, login data, and optionally location (with consent). This allows features like:

• Saving wishlists

• Scanning items in‑store

• Digital loyalty membership and exclusives

Data remains as long as your account is active. It may be used for personalization and aggregated analysis.

1.3.2 Promotional Campaign Participation

To enter promotions—sweepstakes or competitions—we collect necessary details (name, address, email, entries). Data is processed only to administer the promotion. If you play without an account, we keep data for up to 3 months to distribute prizes or answer queries.

2. Children’s Data

Our services aren’t aimed at users under 16. If under 16, parental consent is required.

3. Data Security

We implement technical and organizational safeguards to protect your data, complying with current security standards—also applying to third-party service providers.

4. Data Sharing

We may share personal data with other Action entities or trusted service providers (e.g., marketing, IT service vendors), solely to provide services. Providers are contractually required to comply with applicable laws. We do not share your data with third parties for commercial purposes.

We may disclose data to regulators, tax authorities, or investigators if legally required.

5. International Transfers

Your data may be processed outside the EEA—for third‑party service purposes. Transfers are allowed only if adequate protections are in place (e.g., standard contractual clauses).

6. Your Privacy Rights

You have the following rights:

• Access your personal data

• Rectify inaccurate data

• Erase your data

• Port your data to another provider

• Withdraw consent

• Restrict processing

• Object to processing based on legitimate interest

To exercise these rights, please contact Action Customer Service in Basel (museum building) or via email at kundenservicech@action.eu. You may be asked to verify your identity. For cookie-related data, provide a browser-stored copy of the cookie.

If unsatisfied, you can lodge a complaint with the relevant data protection authority.

7. Contact & Data Protection Officer

Data Protection Officer
Perenmarkt 15
1681 PG Zwaagdijk‑Oost
The Netherlands
Email: privacy@action.nt